Incorporating new thinking into brand communication

Stacking The Deck To Encourage A Viral Clip: Gatorade “Ballgirl”

We were really bummed out when MLB said they wouldn’t let us use any of their teams to make this ad which we wanted to seed as a viral video. Instead, we had to settle for a minor league game between the Fresno Grizzlies and the Tacoma Rainiers. But ultimately, that’s what fueled this clip’s plausibility as everyone from sports blogs to the Today Show asked “Did she really do that?”